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Vegetables - US - May 2016

Published By :

Mintel

Published Date : May 2016

Category :

Fruit & Vegetables

No. of Pages : N/A

The vegetables category continued its steady year-over-year growth fueled mostly by sales of fresh produce, including fresh-cut salad. Consumers are eating and buying more vegetables, at home and away, and are looking for freshness, convenience, and nutrition. Despite category interest, consumers still want more information about product nutrition, preparation, and origin

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Fresh vegetables propelling market forward
Figure 1: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
Most consumers buy fresh vegetables
Figure 2: Vegetable purchase, February 2016
Price, and local, organic positioning resonates with consumers
Figure 3: Factors influencing purchase, February 2016
The opportunities
Consumers need more information about recommended daily intake
Figure 4: Vegetables behaviors, February 2016
Emphasize local, organic claims
Figure 5: Attitudes toward vegetables – Any agree, February 2016
Smaller packaging can help minimize food waste, aid in snacking
Figure 6: Attitudes toward vegetables – Any agree, February 2016
What it means

The Market – What You Need to Know

Fresh vegetables drive growth
Competition from other nutritious categories
Rising food prices, interest in organics to boost future growth

Market Size and Forecast

Vegetables category reaches $54.6 billion in 2015
Figure 7: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of vegetables, at current prices, 2010-20
Figure 9: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2010-20

Market Breakdown

Fresh segments driving growth
Figure 10: Sales of vegetables by segment share, 2015
Figure 11: Total US retail sales and forecast of vegetables, by segment, at current prices, 2010-20
Most sales stem from supermarkets, but other channels growing faster
Figure 12: Total US retail sales of vegetables, by channel, at current prices, 2010-15
Natural supermarket sales grow 29%
Figure 13: Natural supermarket sales of vegetables, at current prices, rolling 52 weeks Feb. 23, 2014-Feb. 21, 2016
Figure 14: Natural supermarket sales of vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016

Market Perspective

Other food and drinks help consumers achieve vegetable intake
Vegetables taking over restaurant menus
Figure 15: Acclaimed Chef Ford Fry talks menu partnership and bringing kale to Chick-Fil-A, January 2016

Market Factors

Rising food prices
Figure 16: Changes in food price indexes, 2013-16*
Organic food sales surging
Figure 17: Attitudes/opinions about food – Any agree, 2010-15
USDA Dietary Guidelines encourage more vegetable consumption
Figure 18: Average daily vegetable intakes by age-sex groups, compared to ranges of recommended intake

Key Players – What You Need to Know

The category is highly fragmented
Fresh cut salad grew most
Frozen vegetables in need of an innovation boost
Convenience still driving innovation, room for more organics

Manufacturer Sales of Vegetables

Fresh cut salad driving category growth
Manufacturer sales of vegetables
Figure 19: MULO sales of vegetables, by leading companies, rolling 52 weeks 2015 and 2016

What’s Working?

Prepared salad options offer convenience
Figure 20: MULO sales of Chiquita Brands LLC’s Fresh Express fresh cut salads
Figure 21: MULO sales of Dole Food Co. Inc. Dole fresh cut salads
Figure 22: MULO sales of Taylor Fresh Foods, Inc. Taylor fresh cut salads
Figure 23: Taylor Farms – Meet our growers – El Centro, March 2016
Figure 24: MULO sales of Ready Pac Foods, Inc. Ready Pac fresh cut salads
Private label options abound
Figure 25: MULO sales of private label vegetables
Figure 26: Vegetable product launches, by branded or private label, 2011-15

What’s Struggling?

Other frozen brands struggle to overcome freshness perceptions
Figure 27: MULO sales of other frozen vegetables
Carrot brands face declining sales
Figure 28: MULO sales of Grimmway Farms fresh vegetables

What’s Next?

Convenience remains a priority
Organic and heirloom vegetables make gains
Figure 29: Vegetable product launches with an organic claim, 2011-15
“Ugly” vegetables more acceptable
Figure 30: Intermarche – “Inglorious Fruits and Vegetables”, June 2014

The Consumer – What You Need to Know

Fresh vegetables preferred, but positive perceptions of frozen
Opportunity to boost use as a snack
Price, and local or organic claims most influential on purchase
About one third are buying, eating more vegetables, but need information about recommended daily intake
Food waste is a concern

Vegetable Purchase

Fresh is preferred
Figure 31: Vegetable purchase, February 2016
Purchase increases with household income
Figure 32: Vegetable purchase, by household income, February 2016
Parents buy more vegetables, across types
Figure 33: Vegetable purchase, by parental status, February 2016
Higher shelf-stable purchase among Hispanics
Figure 34: Vegetable purchase, by Hispanic origin, February 2016

Purchase Drivers

Opportunity to embrace freshness, convenience
Figure 35: Correspondence analysis – Purchase drivers, February 2016
Figure 36: Purchase drivers, February 2016

Vegetables Use

Vegetables most often on the side
Figure 37: Vegetables use – Occasion, February 2016
Figure 38: Vegetables use – Preparation, February 2016
Parents more likely to use vegetables for snacking
Figure 39: Vegetables use – Occasion, by parental status, February 2016
Figure 40: Vegetables use – Preparation, by parental status, February 2016
Hispanics more likely to grill, juice vegetables
Figure 41: Vegetables use – Occasion, by race and Hispanic origin, February 2016
Figure 42: Vegetables use – Preparation, by race and Hispanic origin, February 2016

Factors Influencing Purchase

Affordable, local, and organic are top purchase factors
Figure 43: Factors influencing purchase, February 2016
Figure 44: Natural supermarket sales of vegetables, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 45: Natural supermarket sales of vegetables, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Organic, non-GMO more influential for iGeneration, Millennials
Figure 46: Factors influencing purchase, by generation, February 2016
Figure 47: Factors influencing purchase, by generation, February 2016
Parents more brand sensitive
Figure 48: Factors influencing purchase, by parental status, February 2016
Hispanic prioritize natural, organic vegetables
Figure 49: Factors influencing purchase, by Hispanic origin, February 2016

Vegetables Behaviors

Nearly half of consumers are trying to eat more vegetables
Figure 50: Vegetables behaviors, February 2016
Older consumers eating more vegetables
Figure 51: Vegetables behaviors, by age, February 2016
Parents in need of recipe ideas for themselves, their children
Figure 52: Vegetables behaviors, by parental status, February 2016

Attitudes toward Vegetables

Local, organic remain important
Figure 53: Attitudes toward vegetables – Any agree, February 2016
Figure 54: Attitudes toward vegetables – Any agree, February 2016
iGeneration, Millennials more interested in organic
Figure 55: Attitudes toward vegetables – Any agree, by generation, February 2016
Snack-size packaging, organics, key growth areas for parents, Hispanics
Figure 56: Attitudes toward vegetables – Any agree, by parental status, February 2016
Figure 57: Attitudes toward vegetables – Any agree, by race and Hispanic origin, February 2016

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

Appendix – Market

Market breakdown
Figure 58: Total US sales and forecast of vegetables, by segment, at current prices, 2010-20
Figure 59: Total US retail sales of vegetables, by segment, at current prices, 2013 and 2015
Figure 60: Total US retail sales and forecast of fresh vegetables, at current prices, 2010-20
Figure 61: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2010-20
Figure 62: Total US retail sales and forecast of frozen vegetables, at current prices, 2010-20
Figure 63: Total US retail sales and forecast of fresh-cut salad, at current prices, 2010-20
Retail channels
Figure 64: Total US retail sales of vegetables, by channel, at current prices, 2013 and 2015
Figure 65: US supermarket sales of vegetables, at current prices, 2010-15
Figure 66: US sales of vegetables through other retail channels, at current prices, 2010-15
Natural channels
Figure 67: Natural supermarket sales of frozen vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 68: Natural supermarket sales of fresh packaged vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 69: Natural supermarket sales of fresh packaged salad greens, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 70: Natural supermarket sales of shelf-stable and dried vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 71: Natural supermarket sales of organic vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 72: Natural supermarket sales of non-GMO project verified vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Figure 73: Natural supermarket sales of vegetables, by "natural" labeling or perception, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016

Appendix – Key Players

Figure 74: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 75: MULO sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 76: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 77: MULO sales of fresh cut salad, by leading companies and brands, rolling 52 weeks 2015 and 2016

Appendix – Correspondence Analysis

Methodology

List of Table

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